New Product Development and Pricing

Degree program: MSc Management

In this module, the students will acquire a basic understanding of the development and pricing process for new products (NPD). They will learn how to apply ideation methods systematically, to manage NPD stop-go decisions, and to evaluate strategic options for NPD. They will become familiar with the interdependence of new product design and pricing with respect to diffusion in the market. The module will also teach students the basic pricing strategies, the willingness-to-pay concept and approaches to its measurement, and provide insights into the concept and applications of behavioral pricing.